Page 49 - Studia Universitatis Hereditati, vol. 3(1) (2015). Koper: Založba Univerze na Primorskem/University of Primorska Press.

ia universitatisjektov so: valorizacija kulturnega produkta, valorizaci-
4 | p. gr žinič – kultur ni tur izem in eu projekta ... 49 ja lokalne skupnosti, promocija destinacije s pomočjo
kulturnega turizma, desezonializacija s pomočjo kul-
turnega turizma, povečanje prihodka subjektov, ne-
posredno in posredno vezanih na kulturni produkt,
vzpostavitev koncepta vodilnih destinacijskih prired-
itev, vzpostavitev centrov za obiskovalce kulturne ded-
iščine, razvoj kulturnih poti in obnovitev spomenikov.
Summary
Cultural products are products that may have a signif-
icant impact on the promotion of the destination Por-
torož & Piran and can reposition the destination on the
tourist map.
Cultural products encourage creativity and enable de-
velopment of the destination and also have economic
benefits.
Cultural tourism includes immovable and movable cul-
tural heritage and cultural landscape. At the same time
cultural tourism stimulates development of a tour-
ist destination as a destination that attracts tourists
throughout the year the year (365 days), as the products
of cultural tourism are available through all year.
Cultural tourism in the Municipality of Piran is defined
in the Strategy of tourism development of the Munici-
pality of Piran 2009-2015. Cultural tourism of the desti-
nation Portorož & Piran is in the early stages of its devel- Sedmak, G., Nemec Rudež, H., Podovšovnik
opment, the consumption and the number of overnight
stays are negligibly low. In the Municipality of Piran and
at the destination Portorož & Piran it is not defined
who the main development actors of the cultural tour-
ism should be. The new strategy of the tourism devel-
opment in the Municipality of Piran should establish an
institution that would be responsible for the develop-
ment of cultural tourism. Furthermore, the new strate-
gy should set the funding source that would enable the
development of cultural tourism at the destination.
The Tourist Board Portorož participated and still par-
ticipates in two projects financed by the EU in the field
of cultural tourism with the purpose give the cultur-
al product on the destination a value and to enable the
development of cultural tourism. In 2012, the Tourist
Board participated in the EU project called 365 days of
the Riviera. Since 2014 the Tourist Board also takes part
at the EU project HERA – Tourism of Adriatic Her-
itage. The objectives of the project are: valorisation of
the cultural product, valorisation of local communi-
ties, promotion of the destination through the cultur-
al tourism, reducing the seasonality in tourism demand
through the cultural tourism, increasing the revenue of
the entities directly and indirectly connected to the cul-
tural product, establishment a concept of leading des-
tination events, establishment of visitors centres in the
area of the cultural heritage, development of cultural
routes and restoring monuments.
Literatura
Alpe Adria Vita d.o.o. Strategija razvoja skupne-
ga čezmejnega integralnega turističnega pro-
izvoda kulturni turizem »365 dni Riviere«.
Ljubljana: Alpa Adria Vita d.o.o., 2012.
Aureus d.o.o. Problemska analiza stanja turiz-
ma na slovenski strani – riviera Portorož s
poudarkom na kulturnem turizmu v okviru
projekta z akronimom »365 dni riviere. Izo-
la: Aureus, 2011.
Hosting d.o.o. Strategija razvoja turizma v ob-
čini Piran 2009-2015. Integralni dokument.
Ptuj: Hosting d.o.o., 2009.
Axelsson, E., Baruca Zabukovec, P., Koci-
per, T., in Gržinič, N. Tržna raziskava o tu-
ristih v Portorožu – Poletje 2011. Portorož:
Univerza na Primorskem, Fakulteta za tu-
ristične študije Turistica, 2011.
Zadarska županija. HERA – Tourism of Adria-
tic Heritage. Joint Action Plan. Zadar: Za-
darska županija, 2015.